An Overview
Two-Way Communication
In the past, good public health communication meant informing community members about issues and publicizing information about programs (e.g., one-way communication). Now, the model for good public health communication is two-way communication or multi-directional.
The chart below contrasts old ways of thinking about communication with new ways of thinking about engagement.
| Communication (Old Way) | Engagement (New Way) |
| Communicate To... | Deliberate With... |
| Public Hearing | Community Conversation |
| Talk to / Tell | Talk with / Share |
| Seeking to Establish / Protect Turf | Seeking / Finding Common Ground |
| Authority | Responsibility |
| Influencing the Like-Minded | Understanding Those Not Like-Minded |
| Top-Down | Bottom-Up |
| Building a Decision-Making Hierarchy | Establishing a Stakeholder Network |
| Goals / Strategic Plan | Values / Vision |
| Products | Process |
| Public Relations | Public / Community Engagement |
